A psychological phenomenon that states that people tend to remember unfinished or interrupted tasks better than completed tasks.
A field of study that aims to understand the user experience of a product or service. Conducting UX research includes interviewing, observing, and surveying users. Understanding the user experience is important because it helps designers understand how to design a better product that will be more appealing and usable for people.
The art of drawing original characters and symbols — especially for decorative purposes.
An abstract mark is a type of logo where instead of being a recognizable object from everyday life, it is an abstract geometric form representing a business or brand. Famous examples include the BP starburst logo, and the Pepsi divided circle.
The thickness or thinness of a typeface. Common font weights are light, regular/normal, semi-bold, bold and extra bold.
The process of arranging type to make written material readable. The arrangement of type involves decisions about individual letters and words (e.g. line spacing, letter spacing, and word spacing) and more significant page layout decisions (e.g., margins, headline position on the page).
Scope creep is when the scope of a project starts to grow without any agreement on how it's going to be paid for. Creep happens because items and features are tacked on top of the original scope of work agreed upon in the original contract.
A group of rules, guidelines, and/or standards designers use when producing artwork or branded projects ensuring that they have the desired appearance and are compliant with usage guidelines.
The process of arranging objects in a consistent and even spatial relationship. It can refer to how text is aligned with respect to its margins or how any two or more things are aligned in general.
The typographic presentation of a company's name in a stylized form.
The placement or otherwise of a thing in relation to other things. In design, proximity may be considered as the distance between two items in space or their relative location to each other.